In a digital world everyone is a food producer. The speech shows, how food brands can use the digital co-marketing power of their customers for food innovation. Craft beer, co-created chocolate and food innovations made and promoted by consumers – all you need today is a social web platform, a search engine or a webshop to start your own food company. The speech of Mark Leinemann, founder of crowdfoods.com, shows the impact of digital consumer power on the traditional food world and how food companies can use this power for their own success. Speech was held at the DLG Forum at Anuga Food Tecth 2018

1. Consumer generated food.
How food brands can use CoMarketing.
Mark Leinemann, aka MR. WOM, Founder crowdfoods.com– The Food Startup Network
Forum Digital Business Models @Anuga Foodtec, 21.03.2018,Cologne
© www.crowdfoods.com

2. The Food Startup Network
Connecting foodstartups, industry&consumers
© www.crowdfoods.com
B2B Food
Network
Explore, Accelerate
& Scale up
B2C2C Grassroot
Community
Collabo-
ration &
CoCreation
Market &
Distribution
PR,
Marketing
& Events
Trans-
formation
Word Mouth Marketing
www.mrwom.com

3. „People become extremly powerful
in the digital age...“
...and this disrupts food marketing &
production in general.
Source: Prof. Kruse,Speech at the German parliament © www.crowdfoods.com

4. Peopleinthepast
(Influence&Authority)
Brandsinthepast
(Influence&Authority)
Product
Trust
Story/Content
Media Channels
Peopletoday
(Influence&Authority)
Brandstoday
(Influence&Authority)
© Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017
The new power of the consumer.
?
© www.crowdfoods.com

5. Alternative facts.
Advertising Reality
© www.crowdfoods.com

6. We rely on our friends as influencers –
a conversation not disturbed by ads.
© www.crowdfoods.com

7. Peopleinthepast
(Influence&Authority)
Brandsinthepast
(Influence&Authority)
Product
Trust
Story/Content
Media Channels
Trust
Peopletoday
(Influence&Authority)
Brandstoday
(Influence&Authority)
© Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017
The new power of the consumer.
© www.crowdfoods.com

8. 80% #UGC
ofallweb
contentisuser
generated.*
*Source: Folio 2013, Headstream
UsersloveUGCmost.
© www.crowdfoods.com

9. Peopleinthepast
(Influence&Authority)
Brandsinthepast
(Influence&Authority)
Product
Trust
Story/Content
Media Channels
Trust
Peopletoday
(Influence&Authority)
Brandstoday
(Influence&Authority)
© Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017
The new power of the consumer.
Story/Content
© www.crowdfoods.com

10. #Foodporn
46%
of all consumers share
and comment food
content in the internet
Source: Nestlé Study 2016
© www.crowdfoods.com

11. Peopleinthepast
(Influence&Authority)
Brandsinthepast
(Influence&Authority)
Product
Trust
Story/Content
Media Channels
Trust
Peopletoday
(Influence&Authority)
Brandstoday
(Influence&Authority)
© Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017
The new power of the consumer.
Story/Content
Media Channels
© www.crowdfoods.com

12. Peopleinthepast
(Influence&Authority)
Brandsinthepast
(Influence&Authority)
Product
Trust
Story/Content
Media Channels
Product?
Trust
Story/Content
Media Channels
Peopletoday
(Influence&Authority)
Brandstoday
(Influence&Authority)
© Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017
The new power of the consumer.
© www.crowdfoods.com

13. By Original: lyzadangerDerivative work: Diliff - http://www.flickr.com/photos/lyza/49545547, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=1405631
74%
Consumers are lost in brand inflation.
ofallbrands
areneedless.
© www.crowdfoods.com

14. Treat your customers well, otherwise...
PREMIUMCOLA
© www.crowdfoods.com

15. User generated food
© www.crowdfoods.com

16. User generated food
© www.crowdfoods.com

17. User generated food
© www.crowdfoods.com

18. User generated food
© www.crowdfoods.com

19. User generated food
© www.crowdfoods.com

20. User generated food
© www.crowdfoods.com

21. User generated food
© www.crowdfoods.com

22. Food Startup Boom: 3000+ Startups
© www.crowdfoods.com

23. Consumers now compete with brands.
How to get them (back) on board?
© www.crowdfoods.com

24. wantameaningful
relationwithbrands.*
90% thinktheyalreadyhavea
meaningfulrelationwith
theirbrand.*
14%
*Sourc: Edelman
Brandshare Study 2015
Bring back the love.
© www.crowdfoods.com

25. Consumers want to take part.
80%Of the consumers are
aware of their new
power and knowhowto
use this power
.
Verbraucherstudie SGS Institut Fresenius GmbH 2011 © www.crowdfoods.com

26. BRAND
PRODUCT
TRUST
STORY
MEDIA
PEOPLE
also
known as
prosumer
also known as
people behind
a brand
Collaborative Marketing
© www.crowdfoods.com

27. Wordof
Mouth Co-
Creation
Social
Content
Consumer
Insights
© www.crowdfoods.com

28. 90%of consumers are more likely
to purchase products from
companies who involve them
in co-creation.*
*Source: Ipsos SMX 2014
Impact of consumer collaboration.
© www.crowdfoods.com

29. 1 Mio.WOMreach*
1000+ UGC*
20+% Salesuplift.*
*Source: trnd
Word of Mouth for Vita Cola.
© www.crowdfoods.com

30. SavingcostsinR&D.*
*Source: Kirsten Trenkner | Kühne Marketing Manager
Consumer insights for Kühne.
Made by consumer.
© www.crowdfoods.com

31. 50+ newproducts*
40+ mio.revenue*
*Source: Migros
Consumer collaboration by Migros.
© www.crowdfoods.com

32. 4recommen-
dations on
Collaborative
Marketing.
Domarketingwiththepeople.
Notatthem.1
Becomepartofthemovement.
Connectwithconsumersand
startups.
2
Openupyourcompanyfor
consumers&startups3
Supportandcollaboratewith
startupsandconsumers.Don´t
copythem.
4
© www.crowdfoods.com

33. Questions?
Contact
Mark Leinemann | Founder & CEO
mark@crowdfoods.com | +41 76 344 10 70
www.crowdfoods.com
crowdfoods is a brand of the value.ad.network Suisse AG
Hauptstrasse 49c | CH-8280 Kreuzlingen / Switzerland